The Action-Action Gap: The Impact of Social Environments on Responsible Consumption Behavior
(2020) BUSN39 20201Department of Business Administration
- Abstract (Swedish)
- The purpose of this study is to generate a deeper understanding of the influence of social environments on individuals’ responsible consumption behavior. Based on between-group and within-group comparisons of data obtained from an online survey, we conducted one-way and factorial ANOVA tests. This study contributes to a better understanding of the variability in responsible consumption behaviors. It advances and builds on the concepts of responsible consumption, situational consumption, and the value-action gap by linking these streams of knowledge to each other. Following a quantitative research design, this study utilized an online survey to investigate the effect of social environments and age on responsible consumption. 410 complete... (More)
- The purpose of this study is to generate a deeper understanding of the influence of social environments on individuals’ responsible consumption behavior. Based on between-group and within-group comparisons of data obtained from an online survey, we conducted one-way and factorial ANOVA tests. This study contributes to a better understanding of the variability in responsible consumption behaviors. It advances and builds on the concepts of responsible consumption, situational consumption, and the value-action gap by linking these streams of knowledge to each other. Following a quantitative research design, this study utilized an online survey to investigate the effect of social environments and age on responsible consumption. 410 complete datasets were gathered through non-probability sampling. The present research is unique in the way that it contributes to the existing literature by combining several strings of research that have not been studied in coherence like this before. It reveals that social environments have a large influence on responsible consumption behavior and that age is a significant moderating variable. While people aged between 18 and 34 are less likely to be influenced by one specific social environment, individuals aged 35+ are more likely to exercise responsible behavior when with their families.For both, marketers and policymakers, the findings of this study provide valuable insight for their promotion strategies. Marketers can optimize their product offerings and tailor their marketing attempt while policymakers can utilize the findings to more efficiently trigger responsible consumption practices in general. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9013395
- author
- Strömer, Marleen Sophie Christin LU and Rozendaal, Pieternella LU
- supervisor
-
- Burak Tunca LU
- organization
- course
- BUSN39 20201
- year
- 2020
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Responsible Consumption Behavior, Situational Behavior, Environmental Influences, Value-Action Gap, Action-Action Gap
- language
- English
- id
- 9013395
- date added to LUP
- 2020-07-08 10:48:31
- date last changed
- 2020-07-08 10:48:31
@misc{9013395,
abstract = {{The purpose of this study is to generate a deeper understanding of the influence of social environments on individuals’ responsible consumption behavior. Based on between-group and within-group comparisons of data obtained from an online survey, we conducted one-way and factorial ANOVA tests. This study contributes to a better understanding of the variability in responsible consumption behaviors. It advances and builds on the concepts of responsible consumption, situational consumption, and the value-action gap by linking these streams of knowledge to each other. Following a quantitative research design, this study utilized an online survey to investigate the effect of social environments and age on responsible consumption. 410 complete datasets were gathered through non-probability sampling. The present research is unique in the way that it contributes to the existing literature by combining several strings of research that have not been studied in coherence like this before. It reveals that social environments have a large influence on responsible consumption behavior and that age is a significant moderating variable. While people aged between 18 and 34 are less likely to be influenced by one specific social environment, individuals aged 35+ are more likely to exercise responsible behavior when with their families.For both, marketers and policymakers, the findings of this study provide valuable insight for their promotion strategies. Marketers can optimize their product offerings and tailor their marketing attempt while policymakers can utilize the findings to more efficiently trigger responsible consumption practices in general.}},
author = {{Strömer, Marleen Sophie Christin and Rozendaal, Pieternella}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Action-Action Gap: The Impact of Social Environments on Responsible Consumption Behavior}},
year = {{2020}},
}